In this research, we look at concrete examples of utilization, mainly focusing on service fields on how to strengthen the chatbot marketing brand based on Bernd Schmitt's strategic experience module and how it is applied to service management, introducing chatbot through experience-based service operation case analysis provided by CUI(Conversational User Interface) of domestic chatbot, and aims to strengthen the effective service of brands and related organizations trying to utilize chatbot. By doing this, we categorize the types of experiences offered by CUI of domestic chatbot and want to analyze in what way each type of experience is applied to service management, so we display it with brand name chatbot that has high reputation we analyzed the elements of the five experiences of sense, feel, think, act, relate. Based on the qualitative research method of Robert K. Yin, we are conducting five stages of case analysis, designing an analytical model based on Bernd Schmitt's experience marketing theory, features according to chatbot example and usage method of CUI environment through grasping strategic module-specific experiences, tried to present empirical research on the chatbot CUI environment and to present an understanding and utilization scheme of the whole experience. As a result of research, in the field of finance, the experiences of think and act experiences were high, and sense and feel experiences appeared to be low overall, whereas in the field of distribution, all five elements of experience were highlighted. In the medical field, the remaining elements except the relate experience are displayed lower than in other fields, but this effort reflects the structural specificity of this medical field, so that the service completeness which means that it is required to be relatively high. In addition, in the case of legal fields with access to and analysis of legal information, special cases of conclusion derivation, the effect of think experience was high and showed a relatively low feel experience, and in the field of entertainment that focuses on user's sense and act to function, relate it is analyzed that the effect of all the elements of experience becomes higher. As described above, the experiences of each element are displayed differently depending on the specificity of the field and the completion degree of the CUI being operated, but it will further improve the effectiveness of communication with consumers through chatbot administration in order to fully utilize the five elements of experience marketing comprehensively, it is important to develop a service that can provide overall experience to consumers, and we hope that this case will provide suggestions and basics for preparing efficient schemes for strengthening brands service through expansion of various chatbot marketing.
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